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Subject:
Communications & Media
Type:
Case Study
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English (U.S.)
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Topic:

The Differences between Crisis and Risk Communication

Case Study Instructions:

What are the key differences between risk communication and crisis communication? What do those differences mean for public relations practitioners responsible for devising communications plans in response to each?
Share an example of an organization that effectively devised and executed a response to a crisis. What was the situation? What was the response? What made the response effective?
*Coombs, W. T. (2010). Crisis communication: A developing field. In R. L. Heath (Ed.), The SAGE handbook of public relations (pp. 477-488). Sage Publications: Los Angeles, CA. This chapter highlights key theories related to crisis communication, identifies areas in which crisis communication research has been rich, and where gaps in the literature exist.
*Priest, S. H. (2005). Risk reporting: Why can’t they ever get it right? In S. Allan (Ed.), Journalism: Critical issues (pp. 199-209). McGraw-Hill, New York, NY. Drawing on social, cultural and technical understandings of risk, the author of this article articulates a defense of journalistic risk reporting and examines the roles journalists play in helping audiences to make sense of risk.
*Coombs, W. T., & Holladay, S. J. (2012). Amazon.com's Orwellian nightmare: exploring apology in an online environment. Journal of Communication Management, 16(3), 280–295. At the heart of many communication responses to crisis is apology. This research assesses the effectiveness of such apologies by examining audience’s reactions to Amazon CEO Jeff Bezos’ apology on a discussion board following the company’s removal of free books from customers’ Kindle devices.(https://www-emerald-com(dot)proxy1(dot)library(dot)jhu(dot)edu/insight/content/doi/10.1108/13632541211245758/full/html)

Case Study Sample Content Preview:

The Differences between Crisis and Risk Communication
Risk communication and crisis communication are closely related but distinctly different. Risk communication addresses things that might go wrong in the near future and is often in the health and environment sectors (Coombs, 2010). It responds to situations and events of public concern, which may turn the media focus on an organization. For example, a competitor's product may be found with a harmful substance. This may raise a concern about your product in public. Risk communication will be helpful in this case where you assure the customers of your dedication to adhering to the product's safety and customer needs and that your products are safe for consumption. On the other hand, crisis communication address issues that go wrong (Priest, 2005). For instance, one may unknowingly supply products with harmful substances to the customers. In this case, crisis communication is applied, and the business owner addresses the product safety concerns in the media. However, how the organization handles the crisis will determine if it loses or maintains its credibility. These differences between crisis and risk communication are crucial for public relations experts because they use them to ensure they have the right content for the audience.
Samsung, a Korean com...
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